Dissatisfaction, shame and insecurity are rising trends with area children, local experts say, and fuel a growing battle against disordered eating.

The reality of the pressure facing Edmonton’s youth is one of an unrealistic image, Me Without Measure executive director Peggy Szucs said, adding the eating disorder clinic has a prominent new Whyte Avenue storefront location that isn’t only convenient, but necessary.

“The prevalence of body image alterations is on the rise — we’re seeing it in younger and younger kids. It’s so important they develop a healthy body image before their teens,” she said.

“The more media and images that are out there, the more they all want to look like the very slim runway models, which is not only unhealthy, but dangerous.”

The average age children begin becoming dissatisfied with their bodies is around eight, Szucs said, adding the education centre is placing its focus on kids who have yet to develop full-blown disorders.

The group will host a grand opening on Friday, solidifying its prominent location on 103 Street and 82 Avenue.

For more information about Me Without Measure and its services, visit mewithoutmeasure.org.